Zoe Sugg Revision

Representation
 A range of stereotypically feminine codes, including pastel pinks,
fairy lights and flowing fabrics construct a stereotypical
representation of femininity.
 The menu bar on Zoella.co.uk includes the hyperlinks "BEAUTY",
"FOOD" and "STYLE", which reinforces stereotypical, hegemonic
representations of women as just being interested in these areas.
 Zoella's gender performativity constructs a hegemonically
situated and stereotypical construction of female identity,
reinforcing and potentially manipulating the dominant ideological
perspective of her target.
 Zoella subverts stereotypical representations of women, being
open and honest about her issues with anxiety, and even
occasionally appearing without makeup, once more making her
more relatable to her young target audience.
 Postcolonial readings will focus on only white people being
represented in her videos, inadvertently constructing a racial
hierarchy and enacting symbolic annihilation.
Audience
 Zoella.co.uk adopts a friendly and welcoming mode of address to
its white, working-class, heterosexual female target audience.
 The audience is invited to participate with Zoella, as shown
through her recipes and instructions for things such as making
pancakes and other foods in her picnic articles.
 There are opportunities for audiences to directly interact with
Zoella, for example through YouTube comments and sometimes in
public events, such as VidCon - a YouTuber/fan meet-a-style
event.
 Negotiated and oppositional readings may take exception to the
capitalist nature of Zoella's marketing strategy, as seen in the
"fuckzoella" commentator on the old version of her blog.
 Since reinventing herself from Zoella to Zoe Sugg, Zoella has
consciously targeted an older, yet still mainstream, working-class
female target audience

How Zoella targets the audience through her content and how the
content is marketed, distributed and circulated.

Gender
Female
 Emotive content- the videos appeal to their female audience
through narratives that engage with the subject matter
emotionally. Zoella continuously tells us how she "feels" about
the problems she faces.
 Zoella foregrounds stereotypical female-based activities in her
presentation: fashion, make-up, relationships.
 Costume stereotypically female- female colour palette deployed
in mise en scene.
 Use of pets and pet-orientated references.
 The presenter constructs a version of ideal beauty- highly
stylised, with lots of makeup, and attention paid to costume.
 Intimate confession signal tone- creates a relatable female
character.
 A quiet/passive presentation style that fits with target audience
expectations and female presenter stereotypes.

Age, 13-24
 Heavy use of social media (Instagram, Snapchat, YouTube) - these
sites fit with social media applications most prominently used by
this age group.
Youthful co-presenters.
 A deliberate amateur aesthetic suggests authenticity to this
media-saturated audience segment.
 Everyday activities of this demographic are incorporated into
narratives to create connections with the target
audience (shopping, stopping at drive-through, eating at fast-
food restaurants).
 Fan connections showcased in uploads - fans represent the real
target audience.
 Light comedic tone effected
 Youth-oriented slang deployed
 Use of YouTube commentary to create intimate connections with
the target audience.
 Secondary target audience (parents and advertisers); engaged
by content that is safe in terms of sexual content and other
taboo areas.

Socio-economic groups, BC1C2

 Partnerships built with companies who target similar
demographic groups(ASOS/H&M) - companies who represent high
street fashion at value prices.
 Language moderately formal - some extended language
deployed with Standard English used to mirror lower-middle-
class values and educational background.
 Zoella's house represents an ideal youthful environment - a place
of fun and socialising.
 BC1C2 targeting allows uploads to be associated with more
lucrative advertising tie-ins.

Lifestyle, Bachelor
 Foregr pounding of her hetero sexual relationship with Alfie.

Activities
 Zoella foregrounds typical female activities in her presentation.

Psychometric grouping
Mainstreamer/aspirer
 Narratives are apolitical, they rarely deal with serious social
commentary. Choice of cars and home residence represents an
aspirational lifestyle based upon material possessions and their
acquisition.

Aspirant tribe
 Zoella is concerned about being "on-trend", she is constantly
chasing the latest fashions. Zoella’s vlogging lifestyle also
represents an ideal job choice. Her wardrobe choices and
hairstyles reflect a brand-driven outlook. Her partnerships and
activities foreground a concern to be a "social butterfly".